Want loyal shareholders? Try this roadshow strategy.
In last week's guest article from Rhori, we explored how shareholder loyalty programs could transform your company beyond a ticker on an exchange by building real, measurable conviction in your registry.
The fact of that matter is your company won’t grow by constantly chasing new shareholders. InvestorHub data shows that the vast majority of buying comes from existing and returning shareholders (p.s. if you're interested in this, we can analyse your registry to show you what this looks like for your company).
Of the five ideas proposed by Rhori, I wanted to deep dive on one that InvestorHub companies have been doing lately - investor roadshows.
Creating a roadshow for your existing shareholders.
Most companies use roadshows to engage new investors. But your existing shareholders - the ones who already know your business and have shown conviction by investing - rarely get the same opportunity.
Yet it the majority of buying pressure is coming from existing shareholders, wouldn't it make more sense to run a roadshow for them? What if, instead of focusing on new shareholders, you ran roadshows to deepen relationships with those who are already primed to buy more?
Your time is limited, of course, which means that when it comes to planning a roadshow, you need to be targeted in who you invite.
How to run a roadshow for existing shareholders.
Identify your engaged shareholders.
Use your registry data to identify the shareholders who hold a significant amount and are active traders - this segment is typically 1/4 of your register, sits outside of your top 20, and hold anywhere from 10,000 to 1m shares. You can learn more about them here, or we can help you identify them as an introduction to InvestorHub.
Book a venue.
Book a private dining room at one of these locations around Australia.
Create a structured outreach strategy.
Segment this audience by location, then send invites via email, phone, and mail to alert them of the roadshow, why attendance is valuable, and what they'll gain as valued shareholders.
Run a roundtable discussion.
Whether your dinner is fully booked or just attracts a handful of investors, it is well worth your time to be there. Start the evening with a recap of the company, the strategy, and your progress to date, then invite your shareholders to ask questions and share their opinions. This will generally kickstart the conversation to the point where no other prompts are needed!
A hard stop.
The best events finish at 8pm or 9pm. Put a hard stop on the evening and give investors permission to leave. A few will want to stay and chat, but my advice is to try and wrap things up asap - nothing good happens after 10!
Need more guidance?
We're putting together a detailed one-pager that breaks down each step and walks you through the entire process. It includes dedicated support from our team and complimentary access to our office space as a venue.
Express your interest here and we'll shoot you a copy when it's ready.